Boost launches 'BOOST CRICKET ACADEMY', Hyderabad, 22nd January 2005
22 January 2005
Boost launches 'BOOST CRICKET ACADEMY'
Sows the sapling for future of cricket in India
Hyderabad, 22nd January 2005
Boost, the leading Health Drinks brand from GlaxoSmithKline Consumer Healthcare, today announced the launch of the 'BOOST CRICKET ACADEMY' (BCA) in collaboration with Hyderabad Cricket Association (HCA), at a press conference organized at Hotel Taj Krishna today. This is in line with Boost's association with sports and its commitment towards the growth of young cricketing talent in the country. Virendra Sehwag, renowned cricketer and member of the Indian cricket team and Shivlal Yadav, Secretary, Hyderabad Cricket Association, were present on the occasion to extend their support to this initiative, and unveiled the Boost Cricket Academy insignia. This is a major initiative by a corporate in India, to groom young cricketing talent in all spheres of the game, to enable them to pursue a professional career in cricket. The BCA will begin its activities in Hyderabad, starting with the Open selection trials, which will be held from January 22 - 23, 2005, at the Hyderabad Cricket Association, Gymkhana Grounds, Old Race Course Road, Secunderabad.
"Boost has been consistently associated with cricket since the 1980's, the time when Kapil Dev started endorsing the brand. To further promote cricket amongst youngsters, the brand started the Boost Cricket Cup in 1998 in Tamil Nadu, and other states in Southern India, and now has taken a huge step forward by introducing the Boost Cricket Academy at Hyderabad," said Pritendra Chawla, General Manager - GlaxoSmithKline Consumer Healthcare. "With Boost Cricket Academy, we aim to provide adequate exposure in all spheres of Cricket, to help young budding cricketers at the grassroots level hone their skills and ultimately possibly represent India". "This is an effort by Boost to delivery the brand's promise to its end consumers, by enabling them to become successful at a sport which is so close to their hearts" Mr. Chawla added.
"We welcome this initiative by Boost to promote young cricketing talent in Hyderabad. I am sure that a number of children from Hyderabad will apply for their candidature in the BCA, to help them enhance their cricketing talent and have the opportunity to be trained by renowned professionals," said Shivlal Yadav, Secretary, Hyderabad Cricket Association.
According to Virendra Sehwag, "India is budding with sporting talent. When I was younger, I have seen a lot of good players miss out on basic training facilities, making it difficult for them to break into the professional circuit. The Boost Cricket Academy is a step in the right direction and will help hone skills of young and talented players."
The Boost Cricket Academy will select a group of 90 boys across three age group categories: Under-15, Under-17 and Under-19. The selection process will be conducted through Open Selection Trials in Hyderabad from January 22 - 23, 2005. The candidates will have to go through a rigorous selection process, testing their overall skills in batting, bowling, fielding and wicketkeeping. The final 90 boys, who would form the first batch of the BCA, would have the opportunity to be trained by three renowned cricket coaches of India. Each member of the BCA will be trained for a minimum period of three days a week for about 6 months. There would also be special visits to BCA, by leading cricket players, where they will share their experiences with the candidates and give them useful tips in their area of expertise.
Boost is a health food drink (HFD), which is positioned on the energy platform in India. Realising that the energy segment had a huge potential, GlaxoSmithKline India launched the brand as the 'vitaminised energy fuel' with a unique choco-malt taste, a differentiator from the other HFD's.
Developed by the Indian R&D team in 1974, and launched in 1975-6 in Kerala, Boost has been one of the fastest growing brands in the Indian GSK Consumer portfolio.
About GlaxoSmithKline Consumer Healthcare
GlaxoSmithKline Consumer Healthcare (GSKCH) is a global FMCG company in the nutritional and OTC healthcare segments present in India since 1958. The company's quest is to consistently innovate, by centering on consumers and delivering through science to enable people to do more. Its brands Horlicks, Boost, Crocin, Iodex and Eno are an integral part of Indian lives.